International marketing and cross-cultural marketing

All international marketing is cross-cultural, but not vice versa. Hello, my name is Glen Brodowsky and I am a Professor of marketing at California State University of San Marcos. I have been here since 1996. I have also taught regularly at National Chengchi University in Taiwan since 2007, Copenhagen Business School from 2010, and from 2009 I've taught several times at the Universidad Internacional Del Ecuador, as well as many other places around the world. I love teaching global and cross-cultural marketing, and I'd like to share some of my observations with you today.

Global trade international marketing has been around since, well, since Marco Polo went to China thousands of years ago, but I'd like to start my tale from the end of post World War II until the present. Now, in post World War II, we had a new era of globalization and we had the United States being the sole superpower after the war, and the rebuilding of Europe with the Marshall Plan. Since then, we have moved toward a more connected global world. So, we had the emergence of multinational corporations, companies like American Express, companies like IBM, companies like all of those that had numerous locations in numerous countries around the world. By the 1970s, we had the re-emergence of the first of the Asian Tigers, Japan that had been defeated in World War II. We began to export products to Japan in the 1960s. What the Japanese recognized and Western companies recognized is that Japanese could provide labor to do mass production of products, and that brought the Japanese into the 20th century as a major economic power. Number 30 or 40 years after it had been defeated in World War II. Alongside Japan, we had the rise of Taiwan, South Korea, and Hong Kong and Singapore known as Asia's Tigers, but still up until the late 1980s, the world was divided between the West led by the US, and the Eastern Block led by the former Soviet Union that span throughout Eastern Europe.